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https://ah.lib.nccu.edu.tw/handle/140.119/120821
題名: | On electronic word-of-mouth diffusion in social networks: curiosity and influence | 作者: | Fang, Yu-Hui Tang, Kwei 唐揆 Li, Chia-Ying Wu, Chia-Chi |
貢獻者: | 企管系 | 關鍵詞: | social network; word-of-mouth; curiosity; influence; exploration | 日期: | 2018 | 上傳時間: | 6-Nov-2018 | 摘要: | The rapid proliferation of social networking sites (SNSs) provides marketers with ample opportunities to explore advertising strategies based on electronic word-of-mouth (eWOM). With that in mind, this study aims to understand the influence of the eWOM diffusion process on SNSs. We propose a theoretical framework to investigate the roles of curiosity and influence in SNS users` decisions to adopt eWOM and to pass it along to their contact groups. Two forms of curiosity, specific and diversive, are proposed to initiate specific exploration (consistency checking and knowledge-based validation) and diversive exploration (referral visit behavior), and eventually, adoption and pass-along behavior. In addition, SNS influence, formed by maven, persuasiveness, and connectivity, is proposed as a moderator affecting information diffusion. The proposed framework is empirically validated using the data collected from online surveys of 590 Facebook users. Implications for theory and practice are also discussed. | 關聯: | INTERNATIONAL JOURNAL OF ADVERTISING, 37(3), 360-384 | 資料類型: | article | DOI: | http://dx.doi.org/10.1080/02650487.2016.1256014 |
Appears in Collections: | 期刊論文 |
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